Sales are built on connections. Before the pandemic, making connections was much easier. You probably met clients for lunch or swung by to see prospects in their office. You may have met new prospects at industry trade shows and conferences. And you probably pitched prospective buyers in person, allowing you to read their body language and respond appropriately.

When you could meet people face to face, it was easier to bring a human touch into the sales process. During the pandemic, the game has changed. Mike Montague, the VP of online learning and development for the Sandler Training Home Office, says top-producing sales teams are using this era of remote working to look for ways to add a human touch to their sales calls.

In this issue of Promotional Consultant Today, we highlight Montague’s thoughts on four ways to incorporate a human touch in the sales process.

Use multiple communication methods. To humanize the sales process, don’t rely too heavily on one form of communication, advises Montague. If you typically email your clients, give them a call or set up a video meeting. Just keep in mind that video conferencing is the default for most professionals these days. Your competitors are also likely requesting video meetings, so make sure you are using video calls with your long-term clients and other key people.

Build in bonding time. Just like you would engage in some small talk during your in-person meetings, it’s important to incorporate some time for casual chit-chat during your virtual meetings. Don’t immediately start talking business once everyone turns on their cameras, says Montague. Ask some light questions to get the conversation going and then once you move into the business portion of the discussion, you can keep buyers engaged by asking additional questions.

Focus on the buyer. Another way to humanize your sales calls is to focus on your client or prospect. Listen for buzzwords they might use and personalize your pitch based on what you hear, says Montague. You should also keep your talk tracks relevant and accessible and give the buyer opportunities to share their thoughts. If you focus too much on your pitch, you risk the buyer feeling disengaged or impatient, which could ruin your chances of closing the deal.

Respect the buyer’s time. When you get a prospective client on a video call, it’s important to remember that the time you get with them is valuable. Make sure you are using the discussion to uncover and then sell to their unique needs, says Montague. Your prospective clients are probably inundated with video calls, making it harder to keep their attention. Unless you make the conversation relevant to their world and how your solution can benefit them, they may move on to another task and you may lose the opportunity.

You can incorporate a human touch into your sales process even if you can’t meet your buyers in person. Strive to connect with buyers in different ways, allow time for friendly discussion during calls and always stay focused on what’s most important to the buyer. By showing that you respect their time and care about their needs, you can forge human connections that your buyers won’t forget.

Compiled by Audrey Sellers

Source: Mike Montague is a Sandler-certified trainer and the VP of online learning and development for the Sandler Training Home Office.